2065438+In August, 2009, CBNData and Tmall released the Insight Report on the Consumption Trend of Online Meal Substitution in China. The report shows that in the past decade, the penetration rate of the meal market exceeded 40%, and the growth rate of consumers exceeded 60%. Among them, bottled milkshakes are quite eye-catching, showing an explosive growth of sales growth of more than 700 times.
In front of this extremely low-calorie "cake", there are many competitors. However, in a competitive market with a market size close to 100 billion, ShapeStar successfully detonated the China market by taking a small silver bottle of Shapestar as an "asteroid".
Star energy?
However, Zhang Tengfang, the founder of Xing Xing, said that she was more proud of the strength of Little Silver Bottle than the eye-catching market exposure.
"Our goal is to tap the creativity of consumers with products." Zhang Tengfang said, "The voice of consumers is small, and our brand will stand by and watch them; They can only generate ideas, and our star-shaped silver bottle focuses on realizing their ideas. "
Xing Xing said, "Me?" Deserve for the brand? Better (I deserve to be more beautiful) is the cultural connotation, and a full nutrition meal replacement milkshake has been innovatively developed. With the core concept of "light heart, light body and light food", we have identified the actual pain points of users and broken the fixed thinking of the existing market.
At present, statistics from various channels show that the consumption frequency of cereal meal replacement food is the highest option among all meal replacement products. However, in the consumer survey, it is found that there is only one key reason why grain meal replacement has become "people's choice": satiety. Choose cereal meal replacement foods only because they are thicker than other meal replacement foods such as protein drinks and yeast powder.
This is because the meal replacement lacks polysaccharide and natural thickener, which leads to the thin taste of the product. Nowadays, most of the fat-reducing products on the market are competing for the label of "0 card" and stealing the concept of "burning fat"-merchants begin to compete who can find a better sugar substitute and who adds less polysaccharide.
Xing Xing makes "fat burning body" competitive when the brand enters the market. The whole series of products aggregate high-quality ingredients from all over the world-Swiss fir? The fir laboratory provided Xing Xing with high-tech patent ingredients? Japanese chestnut powder, an edible potato extract recognized by GRAS in the United States. In addition, it also has fructooligosaccharides patented in China, Agaricus bisporus imported from Belgium and Korean probiotics ... These ingredients are combined to supplement more nutrients needed for meal replacement from the perspective of maintaining gastrointestinal health.
From Asia, America to Europe, the brand chose more than 30 food producers, and finally chose Leipzig, a city in central Germany, as the birthplace of the German Star series products. ANONA factory in Leipzig has been certified by the European Union and registered with the US Food and Drug Administration in China. Here, there are stricter German production standards and better raw materials.
From burning fat to keeping fit, this is the quality upgrade of Xing Xing's small silver bottle meal replacement milkshake. Upgrading from bottled powder to bottled drinks is the "tipping point" to make small silver bottles more attractive to consumers.
The explosion point of a small silver bottle
Many people don't want to clean mugs, so they have the idea of bottled meal replacement-the idea of bottled meal replacement comes from lazy people, but simple packaging replacement can not only completely liberate lazy people's hands, but also affect the taste and reputation of meal replacement because of the wrong brewing method of consumers.
Instant drinking has become a unique advantage of Xing Xing's small silver bottle. By choosing a small silver bottle, consumers don't have to bear the pressure of brewing, which is another "total nutrition" of the small silver bottle: let all the ingredients in the milkshake act on the body.
Attraction transcends content.
Demand comes from life, and fashion also comes from immediate life. The visual design of this "little silver bottle" abandons the image of plants and is inspired by the universe. Just like its name, packaging designers take silver as the main visual tone, cooperate with the environmentally friendly aluminum bottle body, and balance the mystery brought by the minimalist design to express their enthusiasm for exploring the unknown field.
Xing Xing will be the "universe" in the living room. All kinds of space foods born for the universe have a remarkable feature: convenience. And the convenience of a small silver bottle with stars is not only a bottle of meal replacement, but also the task of fullness and shaping. The products are also equipped with the professional guidance of a team of nutritionists, providing China consumers with six exclusive programs, such as light food and fat reduction plan and six bottles of detoxification plan.
This product mix is also part of the "space" marketing of Xing Xing Small Silver Bottle. Xing Xing has not only created a variety of scene marketing schemes for Little Silver Bottle, but also made use of a wider Internet space. Because of a product, consumers can establish direct contact with the brand through customer service channels. Because of the brand, consumers can broaden their circle of friends smoothly and find beautiful shortcuts faster. Space marketing makes the star silver bottle more like a guide than a placeholder in the commodity market.
Xing Xing Xiao Yin Bottle is a meal replacement milkshake, which can replace our meals, but it will not replace us in choosing how to live. In this space of life, it has always been an "explorer".